An Overview of the Global Hair and Skin Care Market

Transcription

1 An Overview of the Global Hair and Skin Care Market A Presentation to: The Society of Cosmetics Chemists: MidWest Chapter Chicago, IL April 12, Kline & Company

2 Contents Overview of Global Personal Care Overview of Global Skin Care Overview of Global Hair Care Overview of Natural Personal Care Kline & Company 1

3 Contents Overview of Global Personal Care Overview of Global Skin Care Overview of Global Hair Care Overview of Natural Personal Care Kline & Company 2

4 The recession had limited impact on the global personal care market Global Retail Sales, US$ Billion retail Kline & Company 3

5 Europe remains the largest region, but is losing share Global Personal Care Market Share by Region, Other Latin America North America Asia Europe % 20% 40% 60% 80% 100% Low Growth Medium Growth High Growth France Germany Italy Japan United States Canada Mexico Poland South Korea Argentina Brazil China India Russia 2010 Kline & Company 4

6 Personal Care can be broken down into 6 Product Classes that can be further segmented into individual Product Categories 2010: Personal Care Overview Value Oral care. 19, % Fragrances. 20, % Hair care. 42, % Personal Care demand by product class Makeup. 28, % Total: $220,000 million Skin care. 55, % Other toiletries. 30, % Growth Total market Oral care Fragrances Hair care Makeup Other toiletries Skin care Personal Care growth forecast CAGR CAGR 0% 2% 4% 6% 8% Product Class Skin Care Hair Care Other Toiletries Makeup Fragrances Oral Care Product Categories Facial treatments, hand and body lotions, sun care, baby care, skin care for men Shampoos, hair styling products and sprays, hair coloring products, conditioners Personal cleansing, deodorants & antiperspirants, shaving products Face makeup, eye makeup, lipsticks and glosses, nail polishes Fragrances for men, fragrances for women Toothpastes, toothbrushes, mouthwashes Value reported on a manufacturers sales level Kline & Company 5

7 Contents Overview of Global Personal Care Overview of Global Skin Care Overview of Global Hair Care Overview of Natural Personal Care Kline & Company 6

8 Skin Care: Class overview 2010: Skin Care Class Overview Value Skin Care Class demand by Product Categories Growth Skin Care Class growth forecast Talcum and dusting powders % Sun care products. 4,696. 8% Skin care products for men. 1,659. 3% Baby care. 2,335. 4% Hand and body lotions. 8, % Total Skin care products for men Talcum and dusting powders Sun care products Facial treatments Hand and body lotions Baby care CAGR CAGR Facial treatments. 38, % -10% -5% 0% 5% 10% 15% 20% 25% Skin care covers products that cleanse, moisturize, tone, protect, and care for the skin Key trends in this space are toward products that offer benefits such as whitening, anti-aging, and moisturizing properties but with proven performance and natural ingredient-based products are also increasingly catching the attention of consumers Marketers continue to invest in new products and continuous innovations, especially in facial treatments which tend to be higher performance, higher value products Products offering multifunctional performance benefits are expected to drive growth in hand and body lotion categories Kline & Company 7

9 Skin Care: Product demand by region 2010: Skin Care Demand by Region Value Skin Care demand by Region Growth Skin Care growth by region Latin America. 4,289. 8% North America. 10, % All other. 1,186. 2% Asia. 22, % Total North America Latin America CAGR CAGR Europe. 17, % Europe Asia All other 0% 5% 10% 15% Europe, North America, and Japan are key market for skin care with significant growth coming from the baby boomers as they explore new innovations around anti-aging and moisturizing products Developing economies such as China, India and Brazil will likely help grow the baby care category as spending power increases and more products come available Kline & Company 8

10 Skin Care: Market share of leading brand owners Company Facial Treatments 2010: Leading Skin Care Brand Owners Market Share (% by Value) Hand and Body Lotions Sun Care Baby Care Skin Care for Men L Oréal 10% 9% 15% 1% 16% 10% Johnson & Johnson Total 3% 6% 9% 41% 2% 6% Beiersdorf 4% 13% 9% 2% 15% 6% Shiseido 6% 2% 4% - 8% 5% Estée Lauder 6% 2% 2% - 6% 5% Procter & Gamble 6% 1% 1% 0% 1% 4% Avon 4% 7% 3% 1% 2% 4% Kao 4% 3% 2% - 3% 4% Unilever 3% 9% 1% 2% - 3% Mary Kay 3% 2% 0% 0% 0% 2% All other 51% 46% 54% 53% 48% 51% Total 100% 100% 100% 100% 100% 100% Kline & Company 9

11 Contents Overview of Global Personal Care Overview of Global Skin Care Overview of Global Hair Care Overview of Natural Personal Care Kline & Company 10

12 Hair Care: Class overview 2010: Hair Care Class Overview Value Hair styling products and sprays. 8, % Hair coloring products. 8, % Hair Care Class demand by Product Categories Hair perming products % Conditioners. 8, % Ethnic hair care products % Shampoos. 16, % Growth Total Ethnic hair care Hair perming products Hair styling products Hair coloring products Conditioners Shampoos Hair Care Class growth forecast CAGR CAGR 0% 2% 4% 6% 8% The Hair Care class is composed of products used for cleansing, conditioning, styling, coloring, and grooming hair Shampoos and conditioners are mostly commodities as compared to the other hair care products with growth often driven from marketing, promotion and pricing activity rather than new innovations Conditioners tend to more complex additive systems than shampoo to fulfill customers requirements of hydrating damaged hair from over processing or the aging process There is also increased interest for natural and organic products in conditioners Growth in hair coloring tends to be driven from economic health as many consumers will attempt at home coloring products versus higher performance, higher priced salon treatments Kline & Company 11

13 Hair Care: Product demand by region 2010: Hair Care Product Demand by Region Value Hair Care demand by region Growth Hair Care growth by region North America. 8, % Latin America. 7, % All other. 1,620. 4% Asia. 10, % Europe. 14, % Total North America Latin America Europe Asia All other CAGR CAGR 0% 2% 4% 6% 8% 10% 12% Shampoos are the most commonly used product in the entire hair care product class and are being heavily utilized across different regions Western Europe is the largest hair care market and will experience moderate growth as the market is already highly penetrated Similar to Western Europe, the US hair care market is also highly saturated with consumption often following the latest trends and fashions Latin American and Asia are expected to experience the highest growth in this category as product penetration increases into these emerging markets Kline & Company 12

14 Hair Care: Market share of leading brand owners Company 2010: Leading Hair Care Brand Owners Shampoos Market Share (% by Value) Hair Styling and Sprays Hair Coloring Conditioners Total Procter & Gamble 29% 14% 15% 16% 20% L Oréal 10% 16% 32% 13% 16% Unilever 14% 5% 1% 15% 9% Henkel 2% 8% 8% 3% 5% Kao 3% 3% 2% 4% 3% Alberto-Culver 2% 4% - 2% 2% Colgate-Palmolive 3% 2% - 2% 2% Beiersdorf 3% 2% - 1% 2% Shiseido 2% 0% - 2% 1% All other 34% 46% 43% 43% 40% Total 100% 100% 100% 100% 100% Kline & Company 13

15 Contents Overview of Global Personal Care Overview of Global Skin Care Overview of Global Hair Care Overview of Natural Personal Care Kline & Company 14

16 The natural personal care segment continues to remain undeterred by the economic slowdown Global Manufacturers Sales of the Natural Personal Care Market, In 2010, sales grow 15% from 2009 to reach USD 23 billion Consistent growth seen across regions Market has been experiencing doubledigit growth since 2005 NOTE: All data in manufacturers sales, unless otherwise indicated; manufacturers sales refers to the price received by the marketer before distributor and/or retail markups. The above figure includes sales from four key regions: the United States, Europe, Asia, and Brazil. Rest of the world sales are included Kline & Company 15

17 Many factors have contributed to the strong growth in the segment in the last five years Consumer Perspective Naturals becoming more affordable Environment and sustainability concerns Media hype External Influences Rising disposable incomes in Asian and Brazilian markets Natural mega-trend across industries Industry Factors The segment gets stronger in blockbuster categories Adequate raw material and increased product supply 2010 Kline & Company 16

18 Asia is the largest market for natural personal care products, while Brazil leads with the highest growth Sales of Natural Personal Care Products by Region, 2010 Rest of world Manufacturers Sales Growth of Natural Personal Care Products by Region, Brazil Asia United States 21% Europe 2010 Kline & Company 17

19 After a slow in sales growth from 2008 to 2009, the US market realized a healthy sales growth of 12% from 2009 to ,000 3,500 USD Million mfr. 3,000 2,500 2,000 1,500 1, Kline & Company 18

20 Truly natural products account for 46% of the total U.S. market sales in 2010, edging up from 44% in Sales of Natural Personal Care Products by Region, 2010 Manufacturers Sales Growth of Natural Personal Care Products by Region, Total: US$ 3,891 Million 2010 Kline & Company 19

21 Definitions: Naturally Inspired versus Truly Natural Rating Rating Truly Natural Criteria Natural Inspired Criteria 1 The majority of or all ingredients are synthetic; comparable to competitive products which are not marketed as natural ; virtually no naturals or botanicals 2 Rely on performance ingredients from the full range of synthetic raw materials as major ingredients; also use natural ingredients, often as minor ingredients 3 Similar to 2 rating but greater emphasis on natural ingredients and ethics of supply chain 4 Like 1 3, uses a number of non-naturals such as silicones, synthetic polymers, SLS, ethoxylates, alpha-olefins or other non-conforming ingredients but high proportion of natural and botanical ingredients 5 Higher proportion of natural ingredients than 1 4, but also uses some less desirable ingredients such as silicones and polysorbates 6 Leans strongly towards use of botanical extracts but also uses some non-naturals ingredients such as ethoxylates or chemical derivatives 7 Minor use of non-natural ingredients such as UV filters, emulsifiers, surfactants 8 High use of natural ingredients, limited use of non-naturals such as chemical UV filters when few natural alternatives to synthetic technology 9 Uses a high proportion of natural ingredients or derivatives that are made using acceptable physical or chemical processing. In addition to avoiding harsh surfactants, opts for the mildest and most environmentally friendly alternatives 10 Many of the botanical extracts are from organically farmed sources. Minor ingredients also considered natural 2010 Kline & Company 20

22 Skin care remains the largest product class of the naturals markets, with a 42% share. Skin care has 42.1% share in the total natural personal care sales in Personal cleansing products continue to generate significant sales for the marketers, the toiletries product class is at second place with 20.9% share. Hair care segment is the third largest segment with 12.7% share and continues to see an influx of a large number of pseudo-natural shampoos, hair coloring products, and conditioners. Makeup products continue to marginally grow sales in the fourth largest product class Total: US$ 3,891 Million 2010 Kline & Company

23 The top 10 marketers of natural personal care products represent nearly 50% of the total market sales in Company Johnson & Johnson Bare Escentuals Estee Lauder The Clorox Company The Hain Celestial Group Harvest Partners L Oreal L Occitane Colgate-Palmolive Yves Rocher Brands Offered Aveeno Bare Escentuals Aveda, Origins Burt s Bees Jason Natural Products, Avalon, Alba, Zia Naturals Arbonne, Nature s Gate The Body Shop, Kiehls L Occitane Tom s of Maine Yves Rocher 2010 Kline & Company

24 The natural personal care market in the United States is witnessing a dynamic transformation Sustainable is synonymous with truly natural Marketers are reformulating and repackaging products to improve their brand positioning In the multi-channel format of the market, the mass trade class has become the key focus area for marketers The average price for natural products continues to decline in the segment 2010 Kline & Company

25 Kline is a worldwide consulting and research firm dedicated to providing the kind of insight and knowledge that helps companies find a clear path to success. The firm has served the management consulting and market research needs of organizations in the chemicals, materials, energy, life sciences, and consumer products industries for over 50 years. For more information, visit If you require additional information about the contents of this document or the services that Kline provides, please contact: Americas Asia Europe Gillian Morris Director, Chemicals & Materials Phone: Gillian.Morris@KlineGroup.com Kline & Company, Inc. 35 Waterview Blvd. Suite 305 Parsippany, NJ Phone: Fax: Kline & Company 24